Trolling for resources on the first oil boom/bust, I came across a class historian of technology, Peter Shulman (now at Case Western), taught at MIT called “Energy and Environment in America: 1750-2005.”
The syllabus is a brilliant resource for history of energy and industrialization fans. Here are the books are articles I culled from the list:
- The Social Shaping of Technology, edited by Milton Keynes and Judy Wajcman
This appears to be very influential, cited over 800 times. Here’s a quick (in academic circles) overview of the research and literature surrounding the social shaping of technology [pdf].
- Electrifying America: Social Meanings of a New Technology 1880-1940, David Nye
“Using Muncie, Indiana, as a touchstone, David Nye explores how electricity seeped into and redefined American culture.”
- Every Farm a Factory: The Industrial Ideal in American Agriculture, Deborah Fitzgerald
A bonus for this title — the first 40 or so pages in PDF courtesy of Yale University Press
- Petrolia: The Landscape of America’s First Oil Boom by Brian Black
“Against the background of the growing demand for petroleum throughout and immediately following the Civil War, Black describes Oil Creek Valley’s descent into environmental hell.”
- The Bulldozer in the Countryside: Suburban Sprawl and the Rise of American Environmentalism, Adam Rome
“the first scholarly history of efforts to reduce the environmental costs of suburban development in the United States”
- Jimmy Carter and the Energy Crisis of the 1970s, Daniel Horowitz
“Through carefully selected documents that bring together the high-level White House decision-making process and the national conversation about energy, Daniel Horowitz helps students understand both the crises of the 1970s and the continuing relationship between American economic and foreign policy.”
And a special note on a text included in Shulman’s class, Corporate Futures: The Diffusion of the Culturally Sensitive Corporate Form, edited by George Marcus.
Perhaps you’re not aware of it, but Shell, Chevron, and the rest of the Big Oil companies put out scenarios about the future of energy that you can only call science fiction. They even give the divergent future worlds they describe catchy, one-word names — Scramble, Blueprint — as if they were a restaurant you might trek across town to visit after glimpsing it through the window of a cab on a foggy night. Shell’s latest visions come with videos and flash animations. One video, transcript here [doc], seems to be talking about our real world:
In the Scramble world, events outpace actions. Security of energy supply and fears of losing economic ground shape decision-making. For the next 10 years, people from all walks of life join in the debate about energy and climate change. But no one seems truly wedded to action on a large scale. Governments generally choose solutions that are politically straightforward, and local. They prefer to rely on indigenous energy sources. So coal makes a big come-back in some regions, despite its higher emissions… Drivers stay with liquid fuels. With oil becoming harder to find and produce, biofuel use grows rapidly. In the Scramble world, no one is prepared to change the status quo. Dealing with today’s problem takes priority. By the 2020s, life has become volatile and uncertain. Energy availability is often tight. Severe weather events are blamed on a lack of previous action on climate change.
But there’s hope. We do not have to take that nasty path, which might end up with consumers getting angry about the whole Big Oil thing. Instead, we can manage and plan our way out of the energy mess. All we need is, is… a Blueprint. It’s improbable story sounds like Barack:
The world of Blueprints shows what can happen when actions outpace events. Groups of seemingly disconnected people in California – venture capitalists, farmers, politicians – collaborate around opportunities for profitable action on climate change.Publics put international pressure on governments for change. Smart investments in modern facilities improve air pollution, energy efficiency, and greenhouse gas emissions all at the same time. This isn’t a sudden outbreak of altruism. It’s a recognition of shared interests, new opportunities for profitable business, and the benefits of taking action before it’s forced by circumstances. In the world of Blueprints, local actions spread and join up – like the C40 megacities pact of mayors and others, experimenting and sharing good practices around carbon emissions, transport and energy efficiency.
And of course the good world is what Shell wants. Because what’s good for the world is good for Shell, and vice versa. Of course.
In any case, these scenarios have a long and fascinating history, requiring, as they do, the application of the principles of fiction. Here’s a chapter from Corporate Futures that deals with the writing and editing of a set of Shell scenarios [pdf]. It’s structured as a Q&A between Betty Sue Flowers, a former English professor (and now director of LBJ’s library) who wrote the 1992 scenarios, and Robbie Davis-Floyd, a cultural anthropologist at UT-Austin, who share a “mutual fascination with myth.”
Flowers described Shell’s reasoning for making up the future ahead of time:
And they said, well, it’s actually not only false to have straight-line forecasting, but it’s dangerous because you can be lulled into thinking you do know the future, that you have the story for the future, and that the future is the past, put into the future. So what they decided to do instead was to build self-conscious stories, that is, they would call them “stories,” and to build two of them, equally persuasive, based on the same statistical beginning point and statistically told, that is, told in economic language, for thirty years into the future. They would spend three years putting this together with a team of twenty or so from all over the world, and then they’d spend the next year disseminating them in workshops around the world, so that what you got was a common culture based on not a story about the future but two stories about the future.
Seems a bit like a stall tactic, huh? Or at the least a bit of Sophistry, even if it was sophisticated and filled with charts and tables and good faith. What’s really interesting about this is that Shell finally got around to picking a scenario for the first time this year.
Blueprint it is, from now on.
But it being a social media heavy world now, and all 2.0 and stuff, Chevron one-upped Shell and came out with Energyville, a SimCity game designed to teach you how hard it is to power the world. I’m sure a post-doc somewhere is out there analyzing it as literature, and rightly so.
Sometimes, when I went to get deep on something, I just open up the log-in screen and listen to the piano-and-string heavy musical loop over and over. The problem is that I see an important event — someone dying/living, a mother holding a baby for the first time, a son coming of age — and then the loop ends and the vision fades, sometimes before I even recognize the faces of the people.
The game is all part of Chevron’s advertising campaign: Will You Join Us? This morning, I saw a San Francisco bus idling, fully-encased in the slogan.